The Effect of Experiential Marketing on Customer Satisfaction (Tokopedia)

DOI

10.2991/aebmr.k.220701.052How to use a DOI?

Keywords

Experiential Marketing; Consumer Satisfaction

Abstract

This study aims to analyze the effect of Experiential Marketing on Tokopedia consumer satisfaction. The technique used in this research is non-probability sampling with the purposive sampling method. The data collection technique used in this study was a questionnaire distributed to 104 respondents. The data analysis technique used was the f test, t-test, and multiple linear regression analysis using the SPSS 21.00 program. The results obtained indicated that Experiential Marketing had a positive and significant effect on the satisfaction variable. This shows that the greater the experiential marketing, the greater the consumer satisfaction with a particular product or brand.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Achmad Rizal Sumarwoko
AU  - Heny Hendrayati
AU  - Ratih Hurriyati
PY  - 2022
DA  - 2022/07/12
TI  - The Effect of Experiential Marketing on Customer Satisfaction (Tokopedia)
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 267
EP  - 269
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.052
DO  - 10.2991/aebmr.k.220701.052
ID  - Sumarwoko2022
ER  -